ecommerce brasil 2014 emerchandising
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Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization Latest trends in E-
MerchandisingUsability and Information Architecture on large e-commerce catalogs
12 Augusto 2014
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Gaëtan Belbéoc’h
Over 12 years on e-Commerce & Web
@ France @ China (6 years)@ Brazil (since 2013)
Laredoute.fr France no1 in e-commerce of ApparelL’Oreal world’s no1 in CosmeticsAdeo Group & Leroymerlin world no3 in DIY
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About Leroy merlin
mission: “Helping people improve their living environment
ConstrutionDIYDecoração Gardening
16 years in Brasil 7.200 colaborators 32 stores 2 CD e 2 Platforms
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Cross Channel approach / sharing the same resources with the rest of the company
100 K products and 1000 complex categories1. Few product experts available2. 25% product renovation / year3. A very « low-tech » supplier base 4. Hard to get data and low quality pictures
Our main challenges
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with the maximum efficiency through automated rules, easy to operate by anyone
Capture knowledge and experience from experts
Less fully automatic « big data » intelligence
More semi automatichuman-created algorithms
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A short history
01/ 2013 May Nov May 2014
V1
V2
Soon
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Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
X 3 - 60 000 products in 1 year largest online catalog in Brazil home segment 70% of product range « cleaned » in 1,5 year
Catalog offering
Usability
Online customer satisfaction > 8.5 / 10 for 1 year
Scored no 1 on 15 out of 16 items on survey « revista REVENDA » june 2014 (2000 participants)
One of the first responsive website in Brazil
Our sucesses 2013-2014
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x 5 in 1,5 year healthy organic growth : Bounce rate 20% number one in home centers & decoration
pure players in Brazil (Alexa) from 6th to 2nd position worldwide in group
Adeo
Traffic
Our sucesses 2013-2014
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Shopping before 1920: ask the sales attendant!
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Self Service
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then it grewLargest carrefour 25500 m2 (1972)Over 200 000 sku
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Clients: struggling to choose between similar productsRetailers: « Is such a huge choice really profitable ?
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Carrefour downsized his largest stores by 6000 sqmto improve profitability
Lefigaro.fr 11/2008
Tesco finds its mega stores are a waste of space
[reduce size by selling to restaurants, gyms…]
the Guardian august 2013
Walmart US accelerates small store growth
news.walmart.com 2/2014
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Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Study on a leading grocery retailer
25% of its stocked items accounted for almost
2010
100% of its profits (On a set of core categories)
By
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This is the origin of Merchandising
maximize profitability per square meter?
How do I
planning involved in marketing
the right product at the right place, at the right time, in the right quantities, and at the right price.
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From the 70’s to now:Merchandising is improving profitability / M2
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Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization What about the
Web? Few profitable e-commerce players yet
Focused on growth first (profitability later)
Increasing catalog size (Amz > 200 millions items)
Launching market places
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Amazon (shampoo, yesterday screenshot)
Isnt’t merchandising important for the WWW?
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3] Micro merchandising
1] Catalog organization [macro-merch]
4] Visual merchandising
Web Merchandising
2] Searchandising
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Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization 1] Catalog
organization
A – Contents and products relations
C- Multiple depth classification
B - Multi exposition of categories
D- Multi – trees arborescences
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A – Content and products relations
Top level category:generic subjects
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All contents about « ar condicionado »
2nd level of hierarchy: « ar condicionado »
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3rd level => produt list « ar condicionado split »
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Product content relations
Product tagging (like facebook face-tagging)
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[1]
[2]
B - Multi exposition of categories
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1
Case 1: 4-levels hierarchyC- Multiple depth classification
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2
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3
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4
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1
Case 2: 2-levels hierarchy
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By style For professionals By projects By brands… Landing pages for SEO
…develop multiple ways to access products and content:
D- Multi – trees arborescences
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1st level:
By room
2nd level:
By style
First test: navigation by style « inspire-se »
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Navigation is mixed between browsing and searching
Send visitors to hand-organized categories preferably
2] Search(andizing)
Better search experience
Better catalog organization
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A. Quick-search / suggest
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B. Shortcuts
Funnel and guide visitorsthrough the
catalog
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> How it works
Categories ProductsContent
Customer data
SearchFacets
Quick-srchMain srch
indexes
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3] Micro merchandising
A - Facets- Ordered / clean facets- Visual facets- Customer oriented facets
B – Cross / Upsell
- Hand picked cross-selling- Big data automated cross- Rule based semi automated cross- Advanced case
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A – Facets >
clean characteristics first
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visual facets : ideal when it’s hard to express
A – Facets >
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customer oriented facetsA – Facets >
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B – Cross / Upsell
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Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
B – Cross / Upsell
- Hand picked cross-selling
- Big data (affinity analysis)
- Rule based semi-automated cross
- Advanced case
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hand picked cross/up selling
high value, small product
range
B – Cross / Upsell >
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Doing a pretty good job at the start
Probably lower affinity score,
Should we display this?
big data, collaborative filtering B – Cross / Upsell >
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rule-based cross-selling
Rule: Same voltage+
Similar power+
With cable (no battery)
B – Cross / Upsell >
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Rule: Compatible drill bits
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advanced case
Specify the surface needed
B – Cross / Upsell >
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4] Visual merchandising
A- Responsive-design
B- Differenciated merchandising
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A- Responsive-design
4 break points
- Big screen- Computer- Tablet- Mobile
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Results:
Very positive effect on mobile traffic ( + 60% )
Better use of available sreen = Better usability !
Optimize image size for mobile Standardise all your interfaces ( pattern
labs ) Test on real machines too ( touch screen )
Our learnings:
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24 products on 1 screen
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Only 4 products on the same screen
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B - Differenciated merchandising
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1. Kitchen products (lm.br)
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1. Kitchen specialist website
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2. Category painting (lm.br)
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2. Category painting: specialist
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3. Hardware category (lm.br)
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3. Hardware specialist
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Our organization
Around 30 people including- Product / supplier team- Web Tech/Marketing team - E-Business team
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Working agile with a touch of Do it Yourself \^o^/